LESSON #70: Getting Subscribers to Read Your Email and Take Action

By | May 12, 2010

In the previous lesson we looked at how to segment your list, and we’ve spent the past eleven lessons looking at how to build your list and cultivate a relationship with your subscribers.

But it’s all for nothing if your subscribers never open your email and take action, so that’s what we’re talking about today…

(Watch this video…)

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Main points:

  • Two objectives:

    1) Getting subscribers to open your emails
    2) Getting subscribers to click the links in your emails

  • About subject lines

    -Sole objective is to get the subscriber to open the email.
    -Use the news (ie. Yahoo headlines)
    -Get headline ideas from Digg.com
    *Must be related to the content of the email message. (Do not bait and switch)
    -Use the word THIS.
    -Use mystery.
    -Personalize it or Depersonalize it.
    -Make it LOOK personal/informal.
    -Use RE:
    -You must change them up frequently. If you use the same tactic repeatedly it loses effectiveness.

  • About the day and time that you send your email…

    -For the past decade marketers have been saying Tuesday and Thursday are best.
    -A study by AWeber showed Sunday and Saturday had the highest open rate.
    -Weekdays vs. Weekends depends largely on your niche/market.
    -Business people generally check their email FIRST THING in the morning.
    -I’ve found 3:30AM to 8:00AM is usually best for me.
    -A study by AWeber showed 8:00AM was the best time, and 3:00-4:00AM was the worst.
    -Use the scheduling feature on your broadcast emails. Test it on your follow-up emails.
    -ALL of the above can and should be tested. Your niche may be different, and it’s EASY to track your results in AWeber.
    -I’m often a contrarian. Most marketers in my niche don’t mail on weekends, so I often do…. and I sometimes mail in the evening.

  • Consistency is key.

    -If you send at the same day/time, your subscribers will recognize the pattern and EXPECT it.

  • HTML vs. Plain Text emails

    -I usually use multi-part MIME.
    -Don’t send HTML only!
    -Plain text has slightly higher deliverability, however…
    -Deliverability of multi-part MIME is comparable and…
    -Multi-part MIME has the advantage of formatting the HTML.
    -HTML allows you to BRAND yourself.

  • Pay attention to your spam score.

    I try to keep spam assassin score below 2.

  • Getting your subscribers to click the links in your email…

    -Keep your email short
    -Put a link above the fold
    -Give the link a couple times (I usually use 2 or 3)
    -Use a P.S. with a link (occassionally)
    -Add personalization to the links using AWeber tokens.
    -Alternate anchor text and plain URL’s (only applies to HTML version of your multi-part MIME)
    -Good copywriting gets clicks. Keep working on it, and if you stink… outsource it.

  • Resend to Non-Opens and Non-Clicks

    -See lesson #69 for more info about segmentation.
    -Bottom line is you’ll get more opens and clicks if you send more email.

  • If you haven’t yet signed up for a list hosting service, I recommend AWeber Communications

  • For additional education on list building, please see my List Building Pack

    Action step:

    1) Implement strategies to increase your email open rate, and click-through rate.

    *This particular action step must be done on a regular basis.

    Soon we’ll be talking about web traffic generation, but first we need to talk about tracking in the next lesson.

    As always, you are welcome to post your questions and comments below πŸ™‚

    Have a great day!

  • 111 thoughts on “LESSON #70: Getting Subscribers to Read Your Email and Take Action

    1. Codrut Turcanu

      I started using RE: a few months ago, and the results were incredible. The trick is not to over do it, as it’ll decrease response over time.

    2. Daniel Sumner

      Hi Eric,

      Thanks for the tips. I wrote a little about open rates not to long ago and found depersonalization to be an excellent strategy, but I used upper-case and I did hit a 20% open rate which was great! I am yet to use the Aweber HTML section to it’s full potential with header and footer text, but that will come very soon. Thanks for the tips today I will most certainly use your tips:)

      Daniel Sumner

    3. Luca Di Nicola

      Hi Eric, another great lesson. I’ve got to say that I was surprised at how low the open rates can be. I’ve been looking at other marketers emails (yours included) to see what they do. You can learn alot from your competition. I’m getting better at it and the open rates are going up. All great tips that I’ll be applying. Building a list but building trust and relationships (as you do) will help in getting more opens. Thanks again.

    4. Eric Post author

      Yeah, I’ve watched the open rates decline across the board over the past 5 years. But email marketing still is effective and will be for a long time.

      Everything I talked about in lesson #68 affects open rate too. Part of it is impulse, but a bigger part of it is relationship.

    5. Adebumiti

      Hi did’nt understand d contest of d msg,explain it 2 me proper

    6. James

      Hey Eric,

      This clearly is the most advanced email open/click rate info I have ever
      read, plus, it’s from your Aweber case studies which is powerful data. Keep up the great work.

    7. Ramesh.G

      Dear ERIC,

      Thanks for All your great lessons, since from the beging i have been following all your series of lessons..it was very helpful to create my own e-book..i have request to you.
      can you please tell me which web designing software is best for selling ebooks online?
      My freind says Dreamweaver is best option for beginners, is he right?

      and ome more thing , i want to copyright my product with U.S copyright office, should i send the manuscript or PDF formated book. Kindly advice me.

      I am looking forward for your reply

      Thanks & Regards


    8. Pete Moring

      Hi Eric. Are you using a new Video format?
      The last two lessons from you have Sucked Up all my memory so that I only get to see two thirds and then the RED SCREEN :-(o)

      I watch a lot of tutorial videos online and the only other videos that get this problem are Dave Guindons.
      (Are You sure he’s not mentoring you? πŸ™‚

    9. dan@ Instant Money Making Websites

      Thank you Eric for another great video. Honestly, I never thought there was anything more I needed to know about getting my subscribers open my emails and clicking on the links in them, since I’ve been having good result in my marketing so far, but I was wrong.

      Your video opens up fresh and powerful insights and strategies I didn’t know about. I’m off rightaway to implement the strategies and achieve better result.

      It’s really kind of you share this. Again, thank a lot.

    10. Eric Post author

      Hmm that’s strange, no it’s not a new format. Nor have I heard any other reports of the dreaded red screen.

      Have you tried these solutions:

      Trouble Viewing Flash Videos – SOLUTIONS

      Nah, Dave learns from ME! Jk… we’ve actually learned some stuff from each other though.

    11. Nathan Rufus


      I don’t know how I found your blog but I’m glad I did.

      A lot of people miss that one simple point. Your email is meant to be opened and then the link clicked. That’s it.

      You don’t sell from an email. That’s what the sales page is for. Thanks alot Eric.

      Reach new heights


    12. Juergen

      Hi Eric
      Another good lesson even though I don’t have a list yet I will be implementing those things once I have a list, for now I am still working on all the stuff I got from you and I really like that Macro business, there is a lot to get to know and make the best for my use out off it, I havn’t started to sell anything yet because I just like to know all stuff I am selling so long best wishes
      PS let me know how your project for helping, from you ministry is coming along because the thing you discribed was a three way avenue it helped you, helped others in need, and it helped me

    13. Wayne Lambert

      Hey Eric,

      I love this resource so much that I’m going to be putting a link to this blog in my autoresponder for all my customers to benefit from.

      There are so many useful tips to get emails read and links clicked on. It must all mean a higher converting backend to anyone that practises what you demonstrate. Thanks. πŸ™‚

    14. Sally Neill

      Hi Eric, you just keep churning out these great videos that are so powerful it’s unreal, thanks so much for sharing such value for free, Sally πŸ™‚

    15. Deepak

      Hello Eric,
      Hope you are fine there.
      I’m the very new & yet struggling to start some business online (like selling some products or affiliate marketing kind of thing) since past 5 months.
      I’m really Glad now as i came across such a nice person & pretty sure that i don’t need to struggle any more & can make it happen with you.
      Just now i received & watched your first video & really impatient to receive another one.

      Thanks & in anticipation


    16. Pete Moring

      Thanks Eric. A very useful page there.
      I’ve tried most things except the Adobe Flash upgrade. Every time I try the upgrade it refuses to load – I didn’t realise i had to get rid of the existing programme though πŸ™‚

      Will try that πŸ™‚


    17. soul mate dating

      great information Eric, normally I would generate email to users once a fortnight. And try to make it “friendly” and nice.

    18. Berny

      Eric. This series is awesome! I hope you are going to finish it soon. As well as the rock solid information, you have given some very useful links, both free and charged for. I hope you make a pile of money from it, you deserve it.

    19. Berny

      p.s. (well, it’s traditional in IM isn’t it? ;-))I can’t wait for the traffic generating tips.

    20. Mike Wong

      Hi Eric,
      Wong here.I got your Trading pro System reseller
      package some four months ago…until now I’m not
      able to set up the sale page!!:0(

      This is my first assignment.I got some problems
      following your demo video ..because the video is based on idea cash product.

      I watched the video (Lesson#54) many times.Your help
      desk just asked me to follow the instructions
      and watched the video provided..but I was only able to do only half of the assignment..??

      I just wonder whether I’m able to get more
      help for you :-)so that my sale page can be set up asap.


    21. ibrahim

      Hi Eric,
      Thanks for all the information you have been providing. Your lessons has been my motivation.
      I am still developing my info product from the information you have provided.In the main time i have started my blog(website), which will serve the info product latter.

    22. Eric Post author

      There is crossover, but there is additional information in the paid course.

    23. Eric Post author

      Hi Wong, thanks for your business. Did you follow this tutorial?

      Specifically which part are you getting stuck on? The only thing needed for the sales page is to put your own name on it (if desired), and your own payment link. The method of inserting the payment link is the same as lesson #54, as you mentioned.

    24. pakistani wedding

      Hi Eric
      Can you tell me the date or the link from where the first lesson starts. I want to go back and reveiew the old lessons. Thanks

    25. Mike Wong

      Hi Eric,

      Thanks for the tips.This time I’m going to follow
      the steps from your tutorial.

      If ever I do get stuck again,I’ll get in touch
      with you πŸ™‚


    26. Thomas

      Eric, I took your advice and got the ‘source code goldmine’ package. I also bought the package from Jeremy to customise and host the 10 sites – around $300.00. I haven’t heard back in almost 2 weeks now – didn’t even get the form to fill out for construction purposes. I relayed that I was referred by you. Maybe if you are friends, as you say, you can help me out. Not to mention they make you look bad (not that I believe that)

    27. Graham in UK

      Hi Eric
      Your video lessons are great!
      Helpful and to the point and put over in such a friendly way.
      Thanks and well done – keep them coming.

    28. Eric Post author

      As you know, I also bought the package πŸ™‚ Actually I sent a question to Jeremy over a week ago and haven’t heard back yet either. I’ve known him for several years and this is not like him, so I’m guessing he is overwhelmed with the launch or else has some personal issues. If I don’t hear from him in the next day or so I’ll give him a call and I’ll be sure to let him know you’re waiting for a response too. He’s legit, so hang in there.

    29. Zed Arya

      Hi Eric,
      Great content!
      However, as a reader of other marketers’ emails, I feel a twinge of anger and irritation (not curiosity!) if the email gives links, practically a ‘command’ to click the link, and absolutely NO indication of what I’m about to see. I hate stuff like “Hey, check out what my friend is giving you..” and the link. So often the material is of no interest to me at that time when I click the link, or I can’t locate it say a week later, if I need it by then. I’d rather have something like “Here’s some great info on building a list that my friend is giving you today …”. I stop opening emails from marketers who won’t bother to add a phrase to describe where the link will take me. How often would you let a stranger take you blindfolded into a room? Even with a marketer who has taken the trouble to build a great relationship with me, I’d succumb to curiosity only rarely.
      Zed Arya

    30. Mr. Filipino

      Hello, Eric

      I am a Filipino. I am following your tips about online marketing. I had this urge of excitement about this online marketing stuff. maybe because I want to have financial freedom. but as I slowly studied this kind of business,it seems that before you become a successful in this field is you must have a list or followers to see you as an expert in your niche. my problem is this,how can be a low profile filipino like me,who does not have special talent to share with to people especially to high level country,like america. to be respected and become a succesful online marketer,is it possible in my situation to succeed in this field,I want to know the real truth,not a shady advice so that I will know if my choosen track of career is worth pursuing for or not. Thanks and Hope to hear your advice soon,

      P.s I just sent you an e-mail recently!

    31. Eric Post author

      First you need to change your mindset. You are not a lowly Filipino. You are a person with opportunity to succeed on the Internet just like an American.

      One of my friends Ian DelCarmen is Filipino and has had great success online. Also read this article for some inspiration:

      Ladan Lashkari: If this girl can succeed – so can you!

      There’s a couple ways of looking at it. For one, you don’t have to be “known” or become an expert to be a successful internet marketer. In fact the majority of successful internet marketers are “underground”. They aren’t in the guru business, and they don’t use their names to sell their products.

      Second, if you DO want to make a name for yourself, you can start SMALL and gain respect over time. Start by making $1 online. Then continue to grow your business and leapfrog from one success to another.

    32. Hypnosis Weight loss

      Hi Eric

      First thank you for all the practical information.
      I recently bought commission blueprint because I want learn more about products promotion from clickbank, etc, they mention your website. BUT the funny thing is that when they talk about list, building relationships with customers, squeeze pages, etc the information was very basic. I am very HAPPY that I founded your website I see all these videos with awesome clarity and examples and FREE!!!!!!!!!!!!.
      Thank you Very much


    33. diane

      Can any of your readers help me? I am trying to add paypal and an order form onto my website. Using Hostgator and Sitebuilder. Tried Rentacoder, but mistakenly gave my phone number to worker and they kicked me off the site. W3schools is waaayyy too complicated for me to understand. Hostgator says they can not help with technical problems. Anybody out there who can give me a hand???

    34. Eric Post author

      That’s a bummer about Rentacoder, I guess they’ve gotten pretty strict about that. They really should have given a warning and not kicked you off. I would think they might give you another chance if you explain you didn’t know it was a rule.

      There are other freelancer sites you could try, such as Odesk

      Just to clarify, Hostgator does help with tech support related to their hosting. But they don’t help build websites.

      Did you try following lesson #54:

      LESSON #54: Creating Payment Buttons and Thank-You Pages

      It’s really pretty simple to put a Paypal payment button on your site.


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